Brand Tone

Authentic & Transparent, Humorous & Engaging, Nostalgic & Traditional, Family-Oriented & Friendly, Passionate & Proud

Brand Values

• •Family & Tradition
• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Community
• •Adaptability & Modernity (while honoring tradition)
• •Customer Satisfaction
• •Inclusivity

Best Practices

• •Embrace Imperfection and Authenticity: Don't be afraid to show the human side of the business. Share anecdotes, behind-the-scenes moments (even the slightly chaotic ones), and be open about the family aspect. This builds on their established YouTube persona.
• •Inject Humor and Personality: Use the light-hearted, slightly sarcastic, and engaging tone that characterizes their videos. Let the family's individual voices (as seen online) subtly influence the copy. The "fluent in sarcasm" line from their YouTube bio is a key indicator.
• •Highlight Tradition and Craftsmanship Storytelling: Continuously weave in the brand's rich history (since 1910), the handmade nature of the products, and the generational knowledge. Emphasize "the art of candy making."
• •Speak Directly to Your Community: Address customers and followers as part of the "Hercules Candy family" or "Candy Crew." Use inclusive language and acknowledge their input and enthusiasm, mirroring their interactions in YouTube comments and live streams.
• •Maintain Visual and Verbal Consistency: Ensure the language used in written copy aligns with the visual storytelling on platforms like YouTube and TikTok. If videos are fun and informal, the website copy shouldn't be overly stiff or corporate. The transparent, "fly-on-the-wall" feel of their videos should translate into honest and straightforward product descriptions and communications.

Social Perception

Beloved Local Gem & International Find, Entertaining & Educational, High-Quality & Artisanal, Trustworthy & Genuine, A Treat Worth the Price (and Shipping), Nostalgic Connection

Copy Examples

• •Website Hero/About Us Snippet: "For over 100 years, our family has been handcrafting deliciousness, one small batch at a time. From our grandparents' original recipes to the treats you see us making (and taste-testing!) on YouTube, it's all made with love, a dash of tradition, and maybe a little family sarcasm. Welcome to Hercules Candy!"
• •Social Media Post (New Product): "You asked (loudly, in the comments!), we listened (mostly Craig, while editing a video), and now it’s HERE! 🎉 Our [New Candy Name] is fresh off the [slab/enrober/cooling rack]. Get yours before Steve eats the whole batch. Link in bio – you know the drill! #HerculesCandy #Handmade #FamilyRecipe #SweetTreats #WorthTheHype"
• •Product Description (e.g., Ribbon Candy): "Remember the magic of old-fashioned ribbon candy? We still make it the way our great-grandfather did – pulled by hand, with vibrant flavors that dance on your tongue. It’s a taste of nostalgia, a piece of art, and yes, it’s as fun to watch us make on TikTok as it is to eat! #RibbonCandy #TraditionalCandy #Since1910 #HandmadeGoodness"
• •Email Newsletter Subject: "Warning: May Cause Extreme Happiness (and Sugar Cravings!) 🍬 Body Snippet: Hey Candy Crew! Terry here, just wanted to give you a peek at what Steve and the team have been cooking up this week (literally!). We've got fresh batches of [Popular Item 1] and [Popular Item 2] ready to ship, plus a new YouTube video where things get a *little* messy. Come see what makes Hercules Candy a tradition worth savoring. [Link to shop] [Link to video]"
• •Instagram Story (Behind the Scenes): (Video of candy being made with text overlay) "Just another chaotic Tuesday at Hercules! 😂 Who thinks this batch of [Candy Name] will make it to the website before we 'quality control' it all? 😉 Sound on for maximum candy-making ASMR (and maybe some family bickering!). #BehindTheScenes #CandyMaking #FamilyBusiness #ASMR #SyracuseNY"